Double 11 Conversational Marketing Success Case: Crystal Jade, Venchi, and Watsons

End-of-year consumption festivals are coming, starting with the Double 11, then Black Friday, Double 12, Christmas, and New Year. In an ever-changing and increasingly competitive business environment, many merchants are trying new marketing strategies to stay ahead of the market or maintain their market dominance. Omnichat has compiled three brands using Facebook Messenger and WhatsApp chat commerce during Double 11: Crystal Jade, Venchi, and Watsons. You may find them helpful for reference.

Crystal Jade: Facebook Recurring Notifications + Coupons

Powered by Omnichat, Crystal Jade utilised the ‘Facebook Recurring Notifications‘ feature during Double 11 to attract online traffic for subscriptions to branding and advertising messages. It allows brands to send messages beyond the 24-hour limit given that the customer has an ‘active subscription’, without worrying about being blocked by Facebook when sending promotional messages.

1. Crystal Jade promoted their Double 11 offers through Facebook posts, and Chatbot auto-reply will be triggered by customer comments.
2. Customers receive a private message on Facebook and confirm their subscription to receive Omnichat’s coupon. Crystal Jade also gains access to customers’ Facebook profiles for future marketing purposes.
3. The e-coupon has a countdown feature, requiring customers to redeem it at the physical store before a specified date, effectively driving online traffic to their offline restaurants.

Through ‘Facebook Recurring Notifications’ and e-coupons, Crystal Jade achieves online-to-offline diversion, further boosting their business!

Venchi: WhatsApp Broadcast + OMO Online-merge-Offline Conversational Commerce

Venchi previously used Omnichat’s WhatsApp Broadcast feature and achieved a 5-times increase in click-through rates and a 2-times increase in sales growth! During Double 11, they continued to inform VIP customers about the latest offers through WhatsApp broadcasts.

In addition, to embrace the Christmas and New Year shopping frenzy, Venchi actively promoted OMO (Online-merge-Offline) Chat Commerce. By enticing in-store customers to subscribe to their WhatsApp official account through coupons, they divert offline traffic to online for customer database integration. At the same time, the New Year coupons offered by Venchi attract online customers to purchase gift boxes at their physical stores, selling across online and offline channels.

Watsons: Facebook Post Auto-Reply

During the Double 11 campaign, Watsons offered a limited 12% discount for customers who commented on a specific Facebook post. Customers received promotion details through Facebook messages once commented, increasing post engagement rates and reaching a wider audience at zero cost.